Stavovi studenata komunikacijskih znanosti o etičnosti hibridnih formata odnosa s javnošću i marketinga

master's thesis

• Title (english): Attitudes of communication science students on ethic of hybrid forms of public relations and marketing
• Author: Katarina Trajbar
• Mentor: Tanja Grmuša (mentor)
• Committee member: Lana Ciboci Perša (predsjednik povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Committee member: Tanja Grmuša (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2023-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

U suvremeno doba, mediji prikazuju različite vrste sadržaja s različitim namjerama. To može
uključivati informiranje, zabavu, obavještavanje javnosti, ali isto tako dio sadržaja nastaje kao
rezultat planiranih i strateških odnosa s javnošću, kao i dio složene marketinške strategije. Zbog
sve veće zastupljenosti plaćenog sadržaja u medijima i kontinuiranog pada povjerenja potrošača
u tradicionalne oblike oglašavanja, kao i zasićenosti korisnika medijima oglasima, pojavljuju
se novi hibridni oblici odnosa s javnošću i marketinga. Takav sadržaj poprima karakteristike
medija u kojem se nalazi i danas je poznat pod nazivom native sadržaj, odnosno native
oglašavanje. Takvi oblici oglašavanja nastoje privući potrošače ,,prirodnim“ sadržajem koji nije
nametljiv i često pruža dodatnu vrijednost i informaciju primatelju poruke. Unatoč oduševljenju
stručnjaka koji stvaraju ili koriste hibridni sadržaj odnosa s javnošću i marketinga, postoje
brojni etički prijepori koji se javljaju zbog uključivanja ovog oblika oglašavanja u medijski
sadržaj. Cilj ovog rada bio je ispitati stavove studenata komunikacijskih znanosti o etičnosti
takvih oblika oglašavanja, jer upravo su oni ti koji će u budućnosti raditi u medijima ili
surađivati s njima, te se susretati sa stvaranjem native sadržaja. U istraživanju je korištena
kvantitativna metoda istraživanja, anketni upitnik, a sudjelovalo je ukupno 102 ispitanika, koji
na Sveučilištu u Zagrebu pohađaju studij novinarstva ili komunikologije.

Abstract (english)

In modern times, media shows different types of content with different intentions. This can
include information, entertainment, informing the public, but also part of the content is created
as a result of planned and strategic relations with the public, as well as part of a complex
marketing strategy. Due to the increasing presence of paid content in the media and the
continuous decline of consumer confidence in traditional forms of advertising, new hybrid
forms of public relations and marketing are emerging. These forms are called native content or
advertising and they try to attract consumers with "natural" content that is not intrusive and
often provides added value to the recipient of the message. Despite the enthusiasm of experts
who create or use hybrid PR and marketing content, there are numerous ethical controversies
that arise over the inclusion of this form of advertising in media content. The aim of this paper
was to examine the attitudes of students of communication sciences about the ethics of such
forms of advertising, because they are the ones who will work in the media or cooperate with
them in the future and encounter the creation of such content. The research used a quantitative
research method, a survey questionnaire, and a total of 102 respondents who are studying
journalism or communication studies at the University of Zagreb participated in the research.

• Keywords: odnosi s javnošću; marketing; etika; mediji; native oglašavanje.
• Keywords (english): public relations; marketing; ethics; media; native advertising.
• Language: croatian
• URN:NBN: urn:nbn:hr:111:598476
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-09-25 10:31:41